Data is a marketer’s most powerful tool.
Companies have a vast amount of data at their fingertips garnered through CRM, advertising, subscription databases, and many other marketing software. If you’re not properly analyzing your marketing data, it’s going to cost you. How do you as a marketer get more value out of this data?
Pivot Tables allow you to handle this large amount of data in a manageable way. Pivot tables are used to summarize, analyze, explore, and present data. In Excel, you are able to group your data in various ways of your choice to best understand your social strategy. Select your data range and go to “Insert > Pivot Table.” Now you can use the Pivot Table builder to see your data in a more meaningful way.
Some of the data collected by companies’ details consumer wants and needs. This information can be used to guide your next marketing campaign or product development. Surveying your customer database on a scheduled basis is important as you gather valuable data such as the most requested item, job title, company revenue, etc. Using pivot tables makes it simple to cross-tabulate the data and find that the sweet intersection of things like what are some ways we can increase customer lifetime value? This information can then be used to direct marketing efforts, re-engagement campaigns, or loyalty programs.
Pivot tables can also show you a paid campaign’s success which can help make decisions regarding upcoming campaigns. Paid advertising such as Google Ads and Facebook or Instagram boosted posts provide a vast amount of data such as click-throughs, engagement, cost per click, total views, and so forth. They also provide customer data through demographics, geography, and placements. In order to get more value out of this information, you can utilize a pivot table by selecting your data set and formatting it as a table. In this way, you can track the value most relevant to you such as the number of views per day, and use the pivot chart to visualize the campaign over a period. This would allow you to see clearly how each campaign fares against each other and may even inform you why they perform the way they do.